About a year ago, some of you might recall a press release announcing the launch of a clothing line under a mikeroweWORKS and Dirty Jobs co-brand. The plan was pretty simple – I would partner with a reputable manufacturer to create a sturdy and affordable line of work clothes. In this way, mrW would get a whole new level of press, as would Dirty Jobs. And a reasonably priced line of work wear would be a fun challenge to undertake. What could possibly go wrong?
Well, it had been a few years since I had learned the same lesson I re-learn every few years, and it was time for another reminder. The lesson of course, is this – A simple plan with a whole bunch of people attached to it is never a simple plan. I won’t even try to describe the singular thrill of juggling a dozen different types of marketing experts with a big retailer and a giant TV company. I’ll just tell you that I was ready to slink away from the whole endeavor sadder but wiser, when I got a call from Liz Cahill.
Liz is the vice-president of marketing for Lee Jeans and was calling to say how much she liked mikeroweWORKS. I thanked her for the kind words. She then said that Lee was looking for a new marketing campaign and asked me what kind of jeans I wore.
“Blue,” I replied.
Liz asked me if I could be more specific.
“Dark blue.”
Awkward silence.
“Honestly Liz, I buy whatever’s comfortable and on sale. I don’t care much for labels.” This was probably not the tone or tact to take with someone who manages a very successful 100 year-old brand, but I wasn’t exactly auditioning for the job.
Liz told me she appreciated my candor and wondered if she might send me some Lee jeans anyway just to get my opinion on them. I said sure. Free stuff has always fascinated me and a few days later I opened a box of Lee Premium Select Jeans, sized 34×34. They were comfortable. They fit. And the price was right.
I called Liz back to thank her for the free jeans and share my opinion. She was pleased to hear that I liked them. She then told me that Lee would like to make a donation to mikeroweWORKS.
“That’s very nice,” I said. “How much were you thinking?”
She told me.
“Holy Crap!”
Liz explained that mrW was a site that really shared the philosophy of her company and went on to say that Lee was looking to reintroduce itself to men. She wanted me to represent the brand and wanted to find a way to partner around the concepts of mrW.
“What will it take to make that happen?”
“Well, this whole mrW donation thing is a good start,” I said. “But beyond that, you’d have to do a few unusual things.”
“Such as?” she asked.
“Well for starters,” I said, “you’ll need to let me have a say in the commercials.” This is what they call a “big ask.” It’s called “creative approval,” and it almost never happens.
“Hmmm… What exactly would you want to say?”
“Well,” I said, “I don’t really care about my blue jeans. You’d have to let me admit that in the spots.”
“I don’t see any problem with that,” said Liz, “we want a campaign that lets you tell the truth.”
“Are you sure,” I said? “Because I also want to make fun of two hundred dollar denim pants. I think they’re ridiculous and I want to challenge the sanity of people who buy them.”
“Done,” said Liz. “We agree it’s crazy and unnecessary to pay a lot of money for jeans too. What else?”
This was getting interesting.
“I want to poke fun of shopping in general. The long lines. The bargain basements. Those tiny dressing rooms. Most guys I know really hate the whole routine. Let’s just admit it.”
Liz chuckled. “Alright, we’ll launch a fun website for men who hate to shop. You can be their national spokesman.”
“Seriously,” I asked?
“Absolutely,” said Liz. “Is that it?” This woman was unbelievable.
“Well, there is one more thing.” This would be the deal killer for sure, but I was on a roll. So I just asked her directly.
“I would like Lee to partner with mrW and launch a line of sturdy, affordable work wear. My current efforts to do so are driving me nuts, but I’m committed to the idea, and I’d really like to make it happen by the end of this year. What do you think?”
This time, the silence was longer. Finally Liz replied. “That’s gonna be complicated. I’ll have to get back to you.”
We hung up and I figured that would probably be the end of it. Liz was very accommodating, but from what I’d seen in the retail business, getting a clothing line launched quickly and onto reputable shelves would require an act of Congress, and Congress was busy.
Well, as I’ve often said on these pages, I’m wrong more than I’m right. Liz got back to me later that week.
“OK,” she said. “You do some fun spots for our blue jeans. And we’ll make you a line of work wear. We’ll call it Mike Rowe Gear by Lee. They’ll be tough, rugged, and reasonably priced work clothes for guys who don’t care about fancy labels and big claims. If we work quickly, we can have it on the shelves by the fourth quarter. Deal?”
A couple weeks later we shook on it.* A couple weeks after that, we shot some commercials for Lee Jeans. If you’ve already seen them, you know that Liz lived up to her word. And check out Shopphobia.com. I appear to be the national spokesman for regular guys suffering from a serious but made-up disease.
It all happened, just the way Liz Cahill promised. And later this year, look for Mike Rowe Gear by Lee. Rumor is you’ll find it at Sears. Stay tuned…
——————–
*Alright, nothing is really that easy. There were some additional meetings and few phone calls. Her people met my people, which was awkward, as I only have one people. There was a lawyer involved at some point, and maybe a dinner or two. There was also the “Guinness Incident,” which is another story altogether and best left for another time. Point is, we got to know each other pretty well, which is something you should insist upon before doing business or trying on someone else’s pants.
19 Comments
Always loved Lee jeans for the whole family, wish they were made in USA though.
Excellent! Thank you, Mike Rowe. Please include some really small sizes – that would be perfect for women. Some of us hate shopping, too. I know, I know. You guys are wondering where these women are. I assure you, we do exist.
Awesome & congratulations! I saw a mega size poster of you in Stage. It startled me cuz it was almost life size. I made this funny shreak / gasp / hiccup noise & made a motion somewhat like a seizure. The saleslady asked if I was ok. I was.
AbsolutLee great news! Best wishes.
Congratulations to Mike, MrW, and Lee Gear.
Great form and good fit all the way ’round.
Lee has been a part of the wardrobe for many years. Just remember….not for men only!
Wish you all the best.
momac
Mike, congrats on getting this endeavor off the ground.
I know the ink has yet to dry on this facet of your life, but perhaps Dickies is in your future as well.
I work in a hospital and so many of us nurses, techs., etc. wear Dickies brand scrubs.
On a trip to Ireland, I acquired my own “Guiness Incident.” I’ll tell mine when you tell yours.
Pia
Thats awesome Mike they must know how well respected your opinion is. Good on Liz for going with mrW and letting people try each other on for size!!! I think this is an amazing story and am sooo happy for you and your free products!!!! Fancy leaving them on my floor some time!!!!
Your the best…..Jo xxxxxx
Congrats on your new line of work wear. Another perfect fit for you and mrW. Lee was smart to team up with you!
“Simplicity is the ultimate sophistication.”
- Leonardo da Vinci
True of the Lee brand and true of Mike Rowe.
Diane
The 2 commercials I’ve seen are as outstanding as you are, Mike! Lee has done a super job & has earned themselves a customer back (me) as I have nothing against wearing men’s jeans~really gotta agree with your “girlfriend”, they do make your b**t look even more gorgeous!
Sounds nice…Congrats Mike.
I like everything except for the part that says the line of clothes will be for “guys who don’t care about fancy labels and big claims”…ummm and what about us ladies who care nothing for fashion???
Do my curves not deserve cheap durable fashion that can stand up to what ever my little fanny has in store for them???
Well, I think they do!
Mind you, my local Goodwill will certainly be displeased if I find another source for pants. However, I’m sure they’ll get over it.
And yes…it’s true, I can (and do) wear “guy” pants, but why not be inclusive of the rugged women out there…I mean you are starting from scratch…right!?
Make me feel pretty… and durable…please!
Love, Snakelady
shopphobia.com is hilarious. I just spent considerable time taking the tests and watching the “reviews” and giggled through it all. After raising 3 guys with shopphobia it seems from birth, I really enjoyed knowing there are millions like them and I can consider then normal, whatever that is. Once I took one of them to Bed, Bath and Beyond and promised to go to REI with him afterwards. He almost had a meltdown at Bed Bath, we had to come home, he chose getting no climbing gear to shopping anymore. I swear he was almost physically sick when we left the store. Who knew shopping for placemats could do that to a guy.
That’s really wonderful news!
It must have been great to final-Lee get a clothing deal all sewn up.
Congratulations on the threads.
The explanation is always so satisfying. Thanks Mike. I too received a package with a very nice pair of Lee jeans inside. Due to some technical internet domain stuff which I don’t understand, Shopphobia was experiencing a glitch. I posted on Lee’s FB wall…along with another fan of yours. Things rapidly escalated from there. A very polite web expert from Lee asked to share my computer at work, we did this and that, and the problem was understood. The next day the glitch was solved! And I was very generously thanked with a pair of Lee jeans of my choosing. I have always worn Lee Riders, but now I have a nicer pair for dressing up. There is always a story behind the story Mike. Thanks for sharing it with us.
Kzang
Mike, please stop with the “incidents best suited for another time”. Tease.
Congrats on yet another well-deserved success!
~Laura
This story affirms the old saying “It never hurts to ask”!
Liz Cahill seems to be a straight-up kind of businesswoman. It’s nice to know they still exist out there.
Boy, I gotta tell you. Your job is not for the faint-hearted. You want something, you have to go get it. Great article! Thanks Lee, for the mrW bucks!
Nice! I wish I was a guy so I can wear the pants! I’ll tell all my guy friends to look out for you!;)
Congrats Mike! Hope all goes well with the clothing line.
Well. Better late, than – even later. Or worse: never.
Right?
Congrats on the new stuff!
Trillian